The brief
Tiger Bite was opening a new branch in Burton upon Trent and wanted the town to know about it before the doors opened. One month, one objective: a local audience that recognised the name on launch day.
What I did
Three campaigns ran together: awareness to the local area, engagement on the launch content, and a page-growth campaign so the followers would be there for the offers that followed. Creative and messaging were tailored to the town, and performance was checked daily so budget stayed on the ads that were working.
Results
118,463 people reached across the campaigns, 2,817 post engagements at £0.13 each, and 272 new page followers at £1.01 each, all inside one month and before the branch opened. The owners told me Burton was one of their biggest openings: they had never had that level of response to a launch before, on any branch.
Hazel Grove and Black Friday
The same playbook was used again for Tiger Bite's branch in Hazel Grove, Stockport, in Greater Manchester. A promotion awareness campaign reached 52,898 local people at £1.46 per thousand. Back in Burton, a Black Friday deal reached 37,483 people at £1.69 per thousand, and the pre-launch Instagram campaign had already reached 65,446 at £2.39 per thousand.
In short
A focused one-month launch that built a local audience at £0.13 per engagement and gave Tiger Bite its strongest opening to date. The ad account numbers were good; the queue on opening day was the point.